Winning the Talent Game: How CPA Firms Can Recruit and Retain the Best Minds in Accounting

Finding and keeping top talent has become one of the biggest challenges for CPA firms today. The competition isn’t just with other accounting firms anymore — it’s also with tech companies, startups, and remote-friendly employers who can offer flexibility and purpose. If your firm wants to attract the best and brightest, it’s time to rethink recruiting from the ground up.

Here’s a practical guide to help your firm stand out and bring in exceptional professionals who’ll grow with you for years to come.

1. Know What Great Candidates Really Want

The first step to hiring well is understanding what motivates modern accounting professionals. It’s no longer just about salary and benefits — though those still matter. Today’s talent values flexibility, meaningful work, and a sense of belonging.

Accountants, especially younger ones, are seeking balance. They want firms that trust them to manage their schedules, that encourage mental health, and that value personal time — even during busy season. When you design roles that fit into people’s lives instead of consuming them, you automatically become more attractive to high performers.

2. Make Your Firm’s Story Impossible to Ignore

Recruiting isn’t just about job listings — it’s about storytelling. Every firm has a story, but few tell it well.

Why was your firm started? What makes your culture special? Maybe it’s your open-door policy with partners, or your commitment to sustainability, or your habit of celebrating every CPA exam pass with a team lunch. Those details show humanity — and they resonate deeply with job seekers who crave authenticity.

Use your website, LinkedIn, and employee testimonials to show what it’s really like to work at your firm. When your story feels genuine, candidates will want to be part of it.

3. Shorten the Distance Between “Apply” and “You’re Hired”

Top candidates won’t wait around. If your hiring process feels slow or complicated, they’ll move on before you’ve even scheduled a second interview.

Streamline the process. Make applications short and mobile-friendly. Follow up fast. Use video interviews when possible. And above all, communicate. A simple note like,

“We’re excited about your background — our partner team will review your profile this week,”

keeps candidates engaged and confident in your professionalism.

Speed shows respect — and in recruiting, respect is magnetic.

4. Go Beyond Credentials and Spot True Potential

Of course, technical knowledge matters in accounting. But great CPAs are more than just number wizards — they’re communicators, problem solvers, and trusted advisors.

When interviewing, ask questions that uncover these deeper qualities. For example:

“Tell me about a time you helped a client understand a complex financial issue.”

This kind of question reveals whether the candidate can simplify, empathize, and connect — the soft skills that truly set exceptional accountants apart.

5. Use Technology, But Keep It Human

Modern recruiting tools can save time and surface strong candidates faster. From AI-powered resume screening to online skill tests, there’s a lot that can help.

But remember: Technology should serve your people strategy, not replace it. Candidates can tell when a process feels too robotic. The key is to combine automation with genuine interaction — a quick personal email or a thoughtful interview question can balance out the digital efficiency with warmth and sincerity.

6. Create Growth Paths, Not Dead Ends

Once you’ve hired great people, your focus should shift immediately to keeping them. One of the biggest reasons talented accountants leave firms is the lack of visible career progression.

Show your team what’s next. Offer clear promotion paths, mentorship opportunities, and training that builds leadership and specialized expertise. Support employees pursuing advanced certifications or niche focuses like forensic accounting or ESG reporting.

When people can see a future for themselves within your firm, they stop looking elsewhere.

7. Make Diversity and Inclusion More Than Words

Diversity isn’t just a moral goal — it’s a competitive advantage. Clients come from all backgrounds, and so should your team.

Look at where your job ads are posted. Are they reaching a diverse audience? Consider partnerships with professional associations like NABA (National Association of Black Accountants) or ALPFA (Association of Latino Professionals for America).

But beyond hiring, focus on belonging. Create mentorship programs that connect employees across backgrounds and levels. Celebrate different perspectives. Inclusion thrives when every team member feels safe to contribute their authentic ideas.

8. Keep Employees Engaged Long After Day One

Hiring is just the beginning of the relationship. How you treat new hires in their first few months can determine whether they stay for one year or ten.

A smooth onboarding experience helps employees feel connected quickly. Pair them with mentors, check in regularly, and celebrate early wins. Over time, maintain engagement through recognition, feedback, and flexibility. Even small gestures — like public praise during a team meeting — can go a long way in making people feel valued.

Retention is simply recruitment done right — continuously.

Final Thoughts: Great Teams Don’t Just Happen — They’re Built Intentionally

The best CPA firms understand that their people are their greatest asset. Recruiting and retaining top talent isn’t about luck — it’s about consistently creating an environment where professionals feel challenged, supported, and appreciated.

In today’s market, the firms that prioritize culture, communication, and care will always have the edge. When you lead with empathy and purpose, talent won’t just come to you — it’ll stay.